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Mother announced today that the Los Angeles office has been tapped by orangetheory.com/en-us”>Orangetheory Fitness as its lead creative agency, following a competitive client-led review.

The goal of the partnership is to refresh Orangetheory’s positioning in the category, driving awareness and reigniting referrals to strengthen and expand the Orangetheory community. The brand strategy and resulting U.S. campaign work will revolve around the company’s existing products, as well as new innovations.

Orangetheory Fitness is the trusted global leader of innovative heart rate-based interval training, featuring group workouts that combine science, technology and expert coaching to help members live a longer, more vibrant life. It’s also one of the world’s fastest-growing franchise companies.

“We engaged in an intensive review process for this search, and did not meet with one agency that was anything short of amazing. However, the Mother team’s level of strategic thinking was enough to give us goosebumps in our final pitch meeting—and that ultimately made the choice an easy one,” said Kelly Lohr, CMO of Orangetheory. “We truly believe in this agency’s ability to not only help in evolving our brand, but in disrupting the category.”

“Orangetheory has a phenomenal product that people, including us, genuinely love,” said Jesse Unger, head of strategy at Mother. “The opportunity to work with a company that quite literally changes people’s lives is one we don’t take lightly. Their scientific approach to wellness, paired with their incredibly passionate community, is the dream creative opportunity. We can’t wait to get started and create work that not only changes the way people think about Orangetheory today, but changes the way the whole industry talks about health and wellbeing.”

Mother will collaborate with Orangetheory’s existing agency partners, including Tombras for media and Coyne PR. The first work from Mother is expected to debut in the Fall. 

Mother’s Los Angeles office has been operating since 2017 and recently moved into a new office in the West Adams area, to accommodate the growing agency. With three new clients this year, there is more growth on the horizon for the independent agency.

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